TASK: Create a category disrupting sub-brand for Hungerford Hill that moves away from its traditional parent brand super premium values in a way that doesn't devalue these brand values. Appeal to a younger demographic consumer and address an online sales channel focus.
Inspiration for the name coming from Hungerford Hill's underground working cellar, the underground project behaves as a secret experimental range of wines, produced in secrecy away from prying eyes. Inspired by redacted documents, leaked experiments and secrets from the winemakers bunker. You must only know what you need to know.
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